Many small business owners try Google Ads, spend a few hundred dollars, get no calls and decide it does not work. Usually the problem is not Google Ads itself but a few avoidable setup issues. Here are the most common Google Ads mistakes we see, and how to fix each one.

1. Using Broad Keywords Without Control

Broad keywords can show your ads for loosely related searches. A Cochrane landscaper bidding on landscaping might appear for landscaping jobs, landscaping ideas or landscaping courses.

Fix: use phrase and exact match for your core terms, and review the search terms report regularly.

2. No Negative Keywords

Negative keywords stop your ads showing for irrelevant searches. Without them, you pay for clicks from people looking for jobs, free information or services you do not offer.

Fix: build a negative keyword list from day one and add to it every week at the start.

3. Targeting Too Wide an Area

Default location settings can show ads to people outside your service area, or to people interested in a location rather than physically in it.

Fix: target the towns and radius you actually serve, such as Cochrane, Calgary and Airdrie, and check the location options carefully.

4. Sending Every Click to the Home Page

Your home page is built for everyone. Ad visitors want a direct answer to their search.

Fix: send each ad group to a matching service page or dedicated landing page.

5. Not Tracking Conversions

Without conversion tracking you only know clicks and costs, not which keywords produce calls, forms and bookings.

Fix: set up tracking for phone calls, form submissions and bookings, and make decisions based on cost per lead.

6. Letting Google Automate Everything Too Soon

Automated bidding and broad campaign types can work well, but they need good conversion data to learn from. With no tracking, automation optimises for the wrong things.

Fix: get tracking right first, then test automation with clear goals.

7. Weak Ad Copy

Generic ads like Quality Service, Call Today blend in with everyone else.

Fix: include the service and location, a specific benefit and a clear call to action. Use ad assets such as call buttons, sitelinks and locations.

8. Running Ads When Nobody Answers the Phone

Paying for calls at 9 p.m. when the phone goes to voicemail wastes leads.

Fix: schedule ads for the hours you can respond, or make sure messages are followed up quickly.

9. Set and Forget

Campaigns need attention. Search behaviour, competitors and costs change.

Fix: review search terms, budgets and results regularly, especially in the first months.

Bonus: A Slow or Confusing Website

Even a perfect campaign fails if the landing page is slow or unclear. See our website speed guide and mobile-friendly design tips.

Get a Google Ads Account Review

If your campaigns are not delivering, a fresh set of eyes can often find quick wins. Contact Onealsweb for a review of your account. Learn more about our Google Ads management in Cochrane and what Google Ads costs.

Why am I getting clicks but no calls from Google Ads?

Common causes include irrelevant keywords, weak landing pages, wrong location targeting and missing conversion tracking. A review of your search terms report usually reveals the problem.

How often should I check my Google Ads account?

Check frequently in the first few weeks, then at least weekly once the campaign is stable.

Should I use Google's automatic recommendations?

Review them carefully. Some are useful, but others mainly increase spend. Apply only the ones that fit your goals.